UK DIY News

Product innovation is key, Homebase tells BHETA

The British Home Enhancement Trade Association’s first joint forum of 2010 attracted a record number of members to hear keynote speaker, commercial director of Homebase David Robinson.

He told his audience that the best way for suppliers to develop partnerships with the chain was to take on board the Homebase internal philosophy to "delight the customer". He said he was also looking for greater innovation from manufacturers and suppliers.

Homebase customers tend be motivated by home enhancement, Robinson said, and the stores have a high proportion of female customers compared to other DIY retailers. This has led to a product offer that includes not only decorating products but also "final touch" items such as lighting and soft furnishings.

Product selection is based on offering better value, differentiating the existing offer and presenting new and innovative products.

Robinson also reported that Homebase, which became part of Home Retail Group in 2006, is well advanced as a multi-channel retailer, with online Stock Check and Reserve and Collect available at all its stores. The expertise for this was borrowed from sister company Argos.

The picture shows David Robinson, fourth from left, with BHETA executives, from left, Will Jones, Nick Ryder, John Newcomb, John Grayson and Peter Stone.